Twitter Intros 140 Sec Videos, Launches its Version of FB Mentions

What: Twitter has announced that now users can create 140 seconds videos and tweaked its Vine app. What’s more, the company has launched its own version of Facebook’s Mentions app, called Engage, which allows creators to better manage interactions with their followers.Why it matters: With video Tweets increasing by over 50 percent since the beginning of 2016, Video is becoming increasingly central to the real-time conversations happening on Twitter.

Twitter has announced that starting today, everyone can create and share videos up to 140-seconds on Twitter, and a select group of Vine creators will be able to add longer videos to their Vines. Vine is also exploring monetization opportunities with Twitter's Amplify Open program to help creators make money on Vine.

With video Tweets increasing by over 50 percent since the beginning of 2016, Twitter's new video products will make it easier, and soon more profitable, for creators to make videos and for fans to discover and share them.

"Video is becoming increasingly central to the real-time conversations happening on Twitter," said Jack Dorsey, Twitter CEO and co-founder. "We're investing heavily in videos and creators. We want to be the best place for creators and influencers to build an audience and make it easier for creators to make money on Twitter, and soon Vine."

"Creators are the heart of our entertainment community," said Hannah Donovan, Vine GM. "They make us laugh, they inspire us and most importantly, they create culture. That is special. That deserves recognition and fuel. Today's announcements are a key step towards that."

Here’s how it will work: tapping on a video Tweet or Vine on your timeline will take you to a new, full-screen viewing experience, where more great video and Vine Tweets will be suggested below.This will be rolling out soon on Twitter for iOS and for Android.

Twitter has Video support since January 2015, with a limit of 30 seconds of footage. Today’s increase in length gives Twitter an advantage over rival app Instagram — in March, its' service changed from 15-second to 60-second videos, according to Venture Beat.

Explore more videos and Vines that are lighting up Twitter. Our new viewing mode will let you watch more with a tap. pic.twitter.com/XyBaes37T7

Twitter Engage: Twitter Engage is a new, standalone app for influential creators that helps them interact with their fans and grow and retain an audience. The app will provide creators with an easy way to monitor engagement and offer new, down-to-the-second analytics on how their Tweets are performing. Other tools for creators in the app include curated recommendations to help identify high-profile engagement opportunities and a refined view of influential @mentions and follows.

Longer Videos on Twitter and Vine: Everybody will be able share longer videos on Twitter, and people will begin to see longer videos on Vine. Where previously consumer video uploads were limited to 30 seconds, today anyone can create and share videos up to 140 seconds on Twitter. And, starting with a small group, creators will be able to add a longer video to their Vine, turning the six-second Vine into a trailer for a bigger story.

Improved browsing: Twitter also announced a new video viewing experience that will make it easy to discover videos and Vines on Twitter. By simply tapping on a video Tweet or Vine in the Home timeline, people can now launch a new, full-screen interface with more suggested video Tweets below.

Availability

Twitter Engage is available today to download on the Apple App Store in the U.S. People can now start uploading longer videos on Twitter, and may begin seeing longer Vine videos. The new video discovery experience will be available on iOS and Android soon.

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With more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, the social media giant is boosting revenue at a faster pace than expected. An important part of Facebook's efforts and investments are going into the creation of a major video advertising platform.